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Nielsen Study on the Indian Wine consumer
ACNielsen India, March 2010, Pages: 107
The Indian wine industry has been witnessing phenomenal growth in recent years and the proliferation of brands has only led to an evolution in consumer taste. The Indian consumers are becoming more and more discerning, an outcome of the increasing choices that they have available in the market. The Nielsen India Syndicated Wine Study 2010 survey was conducted across the three metro cities of India – Mumbai, Delhi, and Bangalore among wine drinkers belonging to the upper socio-economic class who are the prime consumers of the category. It gauged consumer perceptions about wine and their consumption and purchase habits. Lately with more international players entering the market, the Indian consumer has only progressed in their indulgence of wine
Some highlights
- Wine holds a distinct position in the Indian consumers’ mind. Indians consider the drink a stylish, sophisticated drink meant for successful people,
- Indians love red wine more than any other variant. The majority of wine drinkers prefer red wine and this segment drives the category. Though consumers have experimented with white wine, after a brief flirtation they prefer to go back to red wine.
- Majority of Indians consume wine ‘out of home’. More than six out of ten (62%) Indians consume wine only out of home, typically at a friend’s place or in restaurants and pubs. Even for those who consume wine both in and out of home (32%), out of home consumption is much higher.
- There is a lack of proper knowledge about food pairings. While most do believe that the wine should match the type of food eaten, very few actually put that to practice. The choice of food does not dictate the wine selected
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